60°North Fixed Gear is a group of people that hang out together and have fun. The brand represents their lifestyle and gives them a platform to promote themselves and the things they do.
The name 60°North is due to the fact that Sankt Petersburg is located on the 60 north degree on the map. It should be an indicator of the locality of the brand.
The Font for the logo is custom and should give a hint about the group riding race bikes together and is living an extreme lifestyle. The line crossing the font is angled at 60° to give an hint about the name. This was feature was then applied to the nill in the alternate logo versions.
The images should support this brand idea, so they also got a cut at sixty degrees to let the viewer recognize the brand without the logo being in them. This gives the brand great freedom to display a huge variation of things without loosing it's corporate id.
The stickers were designed additionally, to customize the look of the bicycles and were used for the print's on the clothes. Also the crew can use these in central spots in the cities they are to make external advertisement.
